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Lab Session: The Millennials Project – the 7 Values That Drive a Generation

facilitator:

Chris Rockwell

President, lextant

Nearly 78 million Millennials were born between 1980 and 2000 in the U.S. alone. While this represents a significant market opportunity, many organizations are wrestling with the challenge of how to innovate for this new generation. What motivates them? What experiences do they seek? What drives their behaviors? Many myths and stereotypes exist for Millennials — lazy, narcissistic, entitled — and most are inaccurate.

While widely researched, few studies have focused on how Millennials actually see themselves. lextant recently completed a unique year-long study to understand what drives Millennials as seen through their own eyes. The goal of the study was to create a foundational understanding of the desires and motivators of this next generation to serve as a starting point for product and service innovation.

7 Core ValuesThis workshop will explore Generational Innovation starting with the 7 core values and 4 key influencers that shape the desires of the Millennials. Like never before, this generation will seek out experiences of discovery, involvement, and connectedness. They desire to participate in the creation of the products, services, brands, and communities they choose. They seek to contribute in extraordinary ways to the professions and passions that define them. Workshop participants will explore strategies to bring these values to life in through their product and service innovations.

This workshop is relevant to anyone who is responsible for customer insights, design research, customer experience, innovation, business strategy, requirements specification, ideation, or design.

biography

Chris is the founder of lextant, a user experience consultancy dedicated to informing and inspiring design through a deep understanding of people, their experiences and their aspirations. lextant’s experienced team of design research and user-experience professionals have provided this clarity for design innovation in such diverse domains as consumer package goods, health care systems, durable goods, retail apparel, consumer electronics, and information technology systems.

Chris grew up with a passion to understand how the things we “make” affect how we work, live, and play. At the early age of 16, he was conducting research programs to explore technology design and driver behavior for pay-at-thepump systems, steering controls, and entertainment systems. After completing his Masters in Human Factors Engineering at Virginia Tech., Chris joined Hewlett-Packard where he spent 6 years developing and honing user-centered design methodologies.

With a vision for design research at the heart of innovation, Chris formed lextant and led the development of immersive research methods and translation strategies to identify and clarify opportunities for product, retail, brand and interactive design programs. His contextual, ethnographic, participatory, and modeling frameworks have helped clients such as Microsoft, P&G, Motorola, Whirlpool, American Eagle, Cardinal Health, Johnson & Johnson and others deliver products and solutions aligned with the emotional, behavioral, and experiential needs of their customers.